Their advertisement revolves around social issues rather than grooming.
"We expected debate. Actually, a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen," Pankaj Bhalla, Gillette's North America brand director, told CNN Business. The company recently revealed a new ad campaign that has earned a mix of positive and negative reviews.
The "We Believe" video focuses on the responsibility of men in relation to toxic masculinity and the #metoo movement. A voice narrates over scenes depicting sexual harassment, bullying, and displays of masculinity across values: "We can't hide from it. Its been going on far too long. We can't laugh it off, making the same old excuses.
Despite having consulted with men across the nation as well as experts on masculinity, the effort has prompted both praise and criticism. Some men have expressed their intention of boycotting the company's products. Many of these critics have interpreted the video's concept as "emasculating."
Gillette's intention, however, was geared toward inspiring men to be proactive role models. "The ad is not about toxic masculinity. It is about men taking more action every day to set the best example for the next generation," said Bhalla. "This was intended to simply say that the enemy for all of us is inaction."